Abstract
Morphological Analysis (MA) is an extremely pretentious name for what can be a simple and effective way of making a systematic search for new (usually product type) ideas. There are several morphology techniques described in the problem solving literature, but they are all founded on the same basic theme, namely, the use of some form of n-dimensional grid to permit a systematic and logical search for ideas. First of all we will look at an example of MA in its original form (Zwicky, 1969).
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© 1991 Michael J. Hicks
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Hicks, M.J. (1991). Structured opportunity searches. In: Problem Solving in Business and Management. Springer, Boston, MA. https://doi.org/10.1007/978-1-4899-7148-7_9
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DOI: https://doi.org/10.1007/978-1-4899-7148-7_9
Publisher Name: Springer, Boston, MA
Print ISBN: 978-0-412-37490-6
Online ISBN: 978-1-4899-7148-7
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